Sponsored by:A Service

Of:

After The Gift:

How To Build A Satisfied, Loyal Donor Base

Tina Cincotti

April 11, 2012

Sponsored by:A Service

Of:

Advising nonprofits in:

• Strategy

• Planning

• Organizational Development

www.synthesispartnership.com

(617) 969-1881

info@synthesispartnership.com

INTEGRATED PLANNING

Sponsored by:A Service

Of:

Affordable collaborative data

management in the cloud.

Sponsored by:A Service

Of:

Today’s Speaker

Tina CincottiOwner & Principal Consultant

Funding Change Training & Consulting

Hosting:

Sam Frank, Synthesis Partnership

Assisting with chat questions: April Hunt &

Riley Croft, Nonprofit Webinars

Average attrition rate of 1st time donors in U.S. = 80%

This is not good…not good

at all….

Transaction

Fundraising

Relationship

Fundraising

Focus Soliciting donations Retaining donors

Key measures Immediate response,

return on

investment,

amount of gift

Lifetime value

Orientation Urgency of cause Donor relationship

Time scale Short Long

Customer service Little emphasis Major emphasis

Comparison of Two Approaches

Transaction

Fundraising

Relationship

Fundraising

Focus Soliciting donations Retaining donors

Key measures Immediate response,

return on

investment,

amount of gift

Lifetime value

Orientation Urgency of cause Donor relationship

Time scale Short Long

Customer service Little emphasis Major emphasis

Comparison of Two Approaches

So, why do people stop

giving?

Isn’t there any good news?

“On behalf of the board and staff, I

want to thank you… blah, blah…”

“Thank you for your generous gift of…”

Opera has a home in

Boston and it’s all because

of you.

A warm place to sleep.

A steady job. The keys

to their own apartment.

Did Chris Jahnke

knock your socks off or

what?

We sent 220 volunteers to

Joplin to help them rebuild.

Ten families are now living

in their homes again.

You helped send 220

volunteers to Joplin. Ten

homes were rebuilt and

families are living there

again.

More ways to improve donor

loyalty…

THE BIG THREE

1. Satisfaction2. Commitment3. Trust

Satisfaction is #1

Cue the Rolling Stones...

Encourage feedback from donors

How are we doing?

Build trust…

BEYOND THE BIG THREE

Welcome Kit• Personalized cover letter

• Most recent newsletter

• Annual report

• Recent press clip

• Invitation to an upcoming program or event

• Maybe a sticker, pin or magnet

Offer choice in communications…

Personalize & segment…

Throw cultivation parties…

How will I know if this is working?

What’s your retention rate?

What’s your conversion rate?

Thank you for spending your valuable time with me today!

Please stay in touch. -- Tina

617-477-4505tina@fundingchangeconsulting.com

TinaFCC on Twitter

www.fundingchangeconsulting.com

Sponsored by:A Service

Of:

Find listings for our current season of webinars and register at:

NonprofitWebinars.com